SlipstreamJobs tracks this role from the company's public career site. Apply directly on the employer's site.
Qualtrics is seeking a Principal Analyst for Demand Generation to own the strategy, execution, and optimization of paid social and programmatic advertising campaigns at global scale. This is a hands-on role where you will directly build, launch, and optimize campaigns across paid social platforms (LinkedIn, Meta, X, Reddit) and programmatic DSPs (DV360, The Trade Desk, StackAdapt) for a B2B SaaS company serving over 18,000 clients globally.
You will report to the Lead Paid Media Manager and serve as a strategic partner in shaping media strategy. Your responsibilities include owning the global paid media plan, channel mix, and measurement framework; managing and reallocating budget across North America, EMEA, and APJ based on marginal return; building and optimizing high-stakes campaigns end-to-end from brief through launch to optimization and reporting; executing full-funnel and account-based media programs using intent platforms like 6sense, Demandbase, and Terminus; governing media quality through supply-path optimization, inventory management, and brand safety controls; and establishing operational standards for naming conventions, tracking, and QA gates across the team.
You will work closely with cross-functional partners including demand generation, product marketing, regional marketing, marketing operations, and sales development. The role balances high autonomy with collaborative problem-solving—you own your channels as a domain expert but operate without silos, pitching in across the team when needed. You will also mentor and develop the Paid Media Manager, helping elevate discipline and intentionally handing over ownership.
The team values data-driven decision-making, measurement rigor beyond last-click attribution, and the ability to design and interpret incrementality, lift, and holdout tests. You are expected to ground all budget allocations and channel shifts in clear evidence and communicate defensibly when requests will not work.
Qualtrics operates a hybrid work model: three days per week in office (Mondays, Thursdays, plus one day selected by your organizational leader), with flexibility to work remotely the rest of the week.
REQUIREMENTS:
- 8+ years of paid media experience, majority in B2B, including time owning strategy for a multi-channel program at global or multi-region scale
- Deep hands-on experience personally building, optimizing, and fixing campaigns in both paid social and programmatic DSPs recently (agency oversight alone or strength in only one channel is not a fit)
- Track record of setting media strategy and being directly accountable for results, with experience managing budget allocation, pacing, and defensible reallocations
- Practical experience with account-based advertising platforms (6sense, Demandbase, Terminus) and intent data
- Demonstrated measurement rigor beyond last click, with ability to design and interpret incrementality, lift, or holdout tests
- Working command of related technology stack: CRM and marketing automation (Salesforce, Marketo), web analytics, and BI/reporting tools
